In a review of studies examining the depiction of women in commercials, videos, magazines, billboard advertisements, and Internet sites, it was revealed that women are depicted in sexualized manners far more often than men. These displays of sexualization include wearing revealing clothing, positions that emphasize body parts and sexual readiness, and appearing as decorative inanimate objects (Sexual Objectification). Many ads even show men dominating women in order to sell a product or idea. The fact that sexual violence and objectification are prevalent in ad campaigns is a major reason why rape culture exists.

According to an article by Katie Madden of the “Campus Times,” rape culture occurs through “the use of misogynistic language, the objectification of women’s bodies, and the glamorization of sexual violence, thereby creating a society that disregards women’s rights and safety” (Madden). A recent nationally representative survey of over 9,500 adults in the United States found that 10.6% of women reported experiencing forced sex at some time in their lives (Davidson).

Sexually objectifying behaviors toward women can range anywhere from sexual gazes and remarks on appearance to extreme behaviors such as sexual harassment and assault. Because objectifying ads lead to feelings of body shame among women, they start to doubt their own self-worth and therefore become more vulnerable to sexual assault (Strickland). They lack the confidence to report these negative actions and thus become repeated victims to harassment and assault. There is such an omnipresence of ads that use a woman’s body to sell a product that the mistreatment of women is normalized and exonerated as a non-issue in society. Advertising’s effect is so quick and often that people don’t even realize what a strong effect it has on their thoughts and actions. When women are displayed in the media as sexual objects, the situation perpetrates a dangerous real-life environment for women (Davidson). The more females are regarded as tools for the sexual benefit of others, the more their personalities, feelings, and opinions are disregarded and they are ultimately treated unequally.